B8699-009: Marketing Plans Workshop

In the Fall 2012 Marketing Plans Workshop course, students will develop Marketing Plans (strategies and tactics) for established brands and new products or services that are comprehensive, costed out, and executable. The goal will be to develop “break-through” Marketing Plans that to maximize awareness, distribution, and trial and repeat purchase (hence revenue). Because the course is very real world, replicating the work and thought processes engaged in by marketing executives, marketing consultants, and advertisers, and because students can pick brands and industries that are meaningful to them, students have found the course extremely helpful as preparation for:

Marketing related summer internships

Interviewing for full time jobs

Gaining a competitive advantage once they start to work

The course, which has been given at business schools internationally and at Columbia since 2003, is taught by Michelle Greenwald (a Marketing veteran at large multinationals for nearly 20 years, and a small business entrepreneur). A fun and interesting range of top level marketing industry experts will be guest lecturers. Students will have several opportunities to present their work to the entire class and will learn from each other about a wide range of products and services.

Past presenters have included:

The Vice Chairman of Ogilvy & Mather Advertising Agency

The CEO of an entertainment “Product Placement” firm

The CEO of a Viral Marketing agency

The CEO of a Public Relations & Integrated Marketing firm

Directors of Social Media Marketing for well-known entertainment companies

ProfessorProfessor Sexton’s research concerns successful global product and brand strategies and is based on both empirical work and his considerable experience with companies throughout the world. A recipient of the School’s Distinguished Teaching Award, Sexton has taught a wide variety of courses in the fields of marketing, international business and management science.